Glasgow 2026 has expanded its commercial portfolio with the appointment of JUBEL as the beer partner of the Commonwealth Games, reinforcing the event’s focus on fan engagement, premium hospitality and sustainability-led partnerships ahead of the multi-sport event.
Under the agreement, JUBEL’s range of fruit-infused lagers will be served across all official competition venues alongside Tennent’s and Tennent’s Zero, forming part of the beverage offering available to spectators throughout the Games.
The partnership adds to an evolving sponsor ecosystem that includes Coca-Cola, Allwyn and Microplus, as organisers continue to deliver a compact and cost-efficient edition of the Commonwealth Games built around existing infrastructure and operational efficiency.
Diane McLeod, Director of Games Services and Workforce at Glasgow 2026, said, “We’re excited to welcome JUBEL to the Glasgow 2026 sponsor family, serving up their refreshing lager alongside a taste of Scotland with Tennent’s at our four iconic venues.
“This partnership is about more than great beer; it’s about shared moments, community and celebration. JUBEL dares to do things differently and shares our values around innovation, sustainability, and creating memorable moments that bring people together.
“As an Official Partner, we know they’ll bring energy, creativity and a genuine passion for the moments that bring people together. This is exactly the spirit that will run through every session of the Games, and we can’t wait to raise a pint with fans across the city this summer.”
Jesse Wilson, Founder of JUBEL Beer, added, “We’re incredibly proud to be announced as the Official Beer Partner of the Glasgow 2026 Commonwealth Games. JUBEL was born in an Aprés bar and means a feeling of extreme joy – that’s exactly why we exist, to create those sun-soaked, music-pumping, shared moments that bring people together.
“Over the past year, we’ve invested in building community partnerships – the Commonwealth Games celebrate community, competition and shared moments on a global stage, values that feel deeply aligned with everything JUBEL stands for. We couldn’t be more excited to be part of it.”
Glasgow is expected to host approximately 3,000 athletes from more than 70 Commonwealth Games Associations, competing across 10 sports and 215 medal events.
The 2026 edition represents a shift towards a more financially sustainable Games model following the withdrawal of Victoria as host city. By prioritising existing venues and operational efficiency, Glasgow 2026 aims to balance commercial viability with environmental responsibility while maintaining a strong fan experience across the event.
The XXIII Commonwealth Games will take place in Glasgow, Scotland, from 23 July to 2 August 2026, marking the city’s return as host twelve years after staging the 2014 edition.
